14 Jun Grainger’s Tactics to Drive Registration
Grainger has made significant site enhancements over the past few months to drive user registration and encourage users to sign in to use My Account functionality.
Grainger recognizes the need to learn more about its customers and nurture those relationships to build long-term, repeat buyers by driving registration and sign in.
The homepage is all about signing in or registering — not showing product right away. Grainger uses the left-hand side of the homepage for a Sign In box when a user isn’t logged in. Instead of only relying on the small Sign In link in the upper left-hand corner of the page, Grainger takes a bolder approach and moves that sign in box front and center.
When a user begins the registration process and does not finish, Grainger presents a banner to that user that encourages them to finish registering the next time that user comes back to the site. This personalized messaging reminds the user of the benefits they will receive once they complete the registration process. This simple banner says a lot to someone who hasn’t worked with Grainger online before. The banner includes an image of a computer displaying the registration, making the process seem simple and easy to tackle.
Grainger uses impactful visual cues throughout the site to entice people to sign in or register.
When a user comes to the site, a small call out appears by the sign in link in the header, encouraging users to log in to see their specific pricing. It stays for a few seconds and then disappears — nothing intrusive but a strong visual reminder.
If a user adds items to the cart and begins the checkout process without registering or signing in, Grainger presents a reminder seamlessly in the shopping cart to “Take advantage of lower prices.”
Seamlessly integrate tactics throughout your entire site to encourage users to register or sign in. Make your site a destination for your customers to do their jobs on a daily basis.